A PR man and his client were walking to a meeting one day when they saw a small child being attacked by a rottweiller. Without hesitating, the client rushed forward, grabbed the dog with his bare hands and wrestled it to the ground. After several bloody and terrifying minutes of life and death struggle, the client managed to kill the beast.

As he lay on the ground, bleeding ands gasping for breath, unable to talk, a passing journalist jumped out of a car and ran over to see what happened. "What a story!" he said. "Local hero saves child".

"If I can just correct you there", the PR man interrupted, "I am Mr Smith's spokesman, and I can confirm that Mr Smith is just visiting the area."
"Well, that's fine, too", said the journalist. "Visitor risks life to save child". So what does Mr Smith do?"

"As a matter of a fact", the PR man explained, "he is the Chairman of a major Railway line".

The next day's headline: "Rail Fat Cat Strangles Family Pet."

Although this story is absolutely ridiculous, it illustrates the power we PR people have over the press. We control a large part of what gets printed, as most articles in a newspaper are just rewritten press releases. To make the journalists and readers trust us, we have to be as unbiased as possible, while still inserting that our event/product/company is the best out there.